Posts tagged copywriting
SEO by Stealth – 3 Tips for Writing SEO Content That Sounds Natural
Nov 22nd
We often hear people say “Oh, I don’t want to ruin my website with SEO! That sort of content sounds horrible!”.
SEO doesn’t ruin websites … however, poorly conceived attempts at creating optimised copy can quite easily do so! Ever encountered a website like this?
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5 Website Essentials for Most Effective SEO
Nov 10th
SEO is an essential tool for the success of your website (unless you’re Steve Jobs, Bill Gates, or Mark Zuckerberg!). Yet while SEO ‘gets them there’, your website has to ‘keep them there’. If your ultimate goal in undertaking an SEO strategy is to make more money for your business, make sure that your site has these five essentials in place while you’re undertaking your SEO campaign! More >
Great Website Content – Google’s View, Visitors’ View
Apr 19th
Look at any search engine optimisation or web marketing guide, and they’ll all tell you that you need great content before you do anything else. So, what makes great content? Turns out there are two ways to make great content – Google’s way, and the visitor’s way. The two SEO tactics overlap more than you’d think, though.
Great content: Visitor’s view
Visitors like website content that is:
- Easy to read
- Easy to understand
- Short and succinct
- Bulleted (!)
- Regularly updated
- Focused on a single topic
- Explains benefits, not just features
- Focuses on THEIR interaction with the product, not the company’s
Your visitors will also appreciate content that includes your keywords – after all, they are usually what brought them to your site, and it’s nice to have that validation of knowing that the page is about what you expected.
However, visitors generally DISlike keyword stuffed content.
Great content: Google’s view
Google likes content to:
- Include keywords
- Not include too many keywords!
- Be regularly updated
- Be unique – not copied from another site
- Be fairly well-focused – one concept or product per page
You can see that both Google, and your visitors, dislike keyword stuffing. Both of them like to see fresh content (it tells them the site is current), and each likes the content to be fairly tightly focused. And the rest of the points are definitely not mutually exclusive!
5 Golden Rules for Writing PPC Ads
Apr 16th
They’re only 140 characters … not a lot to squeeze an offer into! You can’t write a PPC ad for web marketing without a set of rules and best practices – today we check out 5 essential guidelines.
A big box of golden rules
- Include your keywords
Google tells you to do it, and if Google says, we do! Including your keywords in your ads means they appear in bold, and people are much more likely to click on them. - Consider your audience
Your audience is not ‘everyone’, or even ‘everyone who has enough money to buy my product’. Your audience will often be quite specifically defined in terms of age, gender, income level, geographic location, and perhaps other features like ‘physically fit’, ‘computer savvy’, etc - Features and benefits
Every ad needs a feature and a benefit – something the product does, and some way that it benefits the users. - Call to action
TELL people to click through … or they might not! - Look at the competition
Then, do something completely different to what they’re doing.
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15 Words to Cut From Your Site Copy
Apr 2nd
As Seth Godin once wrote (yes, I promise he did … I just can’t remember when!), fear is one of the two biggest killers of creativity. The other is a lack of imagination – just so I don’t keep you hanging for the rest of the post! What fear means in a copywriting and SEO context, is that you are worried about your business seeming unprofessional through your copywriting … and consequently fill your writing with a boatload of business clichés because of it.
Parental Advisory - Cliched content
Clichés annoy your site visitors – ‘Couldn’t they have thought of something original to say?’ – but it also does your SEO no favours. No searcher types ‘innovative business solutions’ into the little black box on the Google front page. Unless you’re researching for a blog post – in which case you’ll find that even with quotes around the phrase to return only exact matches, there are 57,000 web pages with that term. Hardly makes you unique … or even innovative! But this isn’t the only SEO-killing, unimaginative cliché that people use in their copywriting. Here we explore some of the most annoying!
- Solutions
You might feel that your business provides solutions. Most of your customers will feel that you provide you provide a lawn-mowing service. Don’t use it! - Innovative
Your business may truly be innovative – however most customers don’t really care about this. In a way, the majority of businesses are innovative – most have a Unique Selling Proposition. So in being innovative, you’re being just like the rest… - ROI
In some cases it is necessary … just don’t overuse this one! - Dynamic
You know how much your business changes, but most of your customers don’t. Nor do they care – they only want to know what your business does at the moment they want to buy something from you. - Challenge
A watered-down version of having a ‘problem’. Of course, this one is appropriate sometimes – but again, don’t overuse it. - The missing piece of the puzzle
Well, I’ve been guilty of this one
. But I’m happy to cop my dues, along with everyone else! - Customer centric
This phrase tells customers that you are an out-and-out liar. If you really cared about making things easy for your customers, you would never use a phrase like customer-centric. - Market-leading
Not everyone can be a market leader … but everyone uses this phrase in their copywriting - Seamless
This means very little, apart from the fact that you’ve reviewed your product or service and found that there are no bugs or inconsistencies. Something that should come naturally, but is not a selling point. - Robust and scalable
Unless you’re in the field of IT, this won’t float any of your customer’s boats! - A new breed
You might do some things a little different to your competitors, but you aren’t an entirely new breed. I’m not aiming to denigrate your business here, just wanting to point out that when you exaggerate these things, everything else you say is less meaningful. - Integrate
Of course, there are many businesses that integrate things. Watch that you don’t make this the focal point of your sentences, though – it’s a very vague word. - Results-driven company
Ironically, all this phrase makes me think of is the fact that the business is making money off me. The result they want is obviously profit. Very clichéd … very much needs to be replaced! - World-class
Your company may very well be world-class. But there are two words that mean little to your customers, and are never going to drive clicks to your site from Google. So communicate your ‘world-classness’ another way! - Core competencies
This sort of language belongs in the office, but not on a website, where you’re speaking to real people.
Go over your website now and see if you can identify any places where you are taking up space that could be used for SEO, with meaningless copywriting clichés.
What is a Worth-Reading Blog?
Feb 16th
Bloggers, in which most of them are actually experts of web marketing, are writing without thinking about how their write up would appear to the online readers. They usually miss the very important consideration and purpose of writing–that is to be read.
As a writer for considerable years already, I would tend to ask myself before pressing the very first letter of my write up, “Will anyone read this?” This question is my guiding light to come up with a piece that (I humbly say) is worth-reading. The only technique to get the readers’ interest is to think like them. You have to write what the readers want to find out about your piece. The writing style is also important to have them kept reading till the very last of the word. Keeping the readers’ attention and have them convinced to read the entire article is never easy though. I suggest that it is far way better to sound like just having a conversation. An article that sounds pontifical or scientific is definitely boring. What entertains us are write ups that speak what’s in the mind of the writer. Meaning, a blog piece must be a materialization of the writer’s mind, an elaboration of what bothers them or what makes them happy, and so on. However, you should not forget to arrive with a short but concise article. Too long write up burdens the readers. As a result, they won’t read it.
Anyone likes controversies. How would you transform an ordinary write up into a controversial one? This is the difficult part. You need to have a creative mind to generate an eye-catching title and a mind-blowing content. Though the necessary skills are not available to all, they can be learned. The learning takes time; but it’s worth it.
If you are an online entrepreneur, you need to have excellent writers that are capable of catching the attention of the online readers and potential customers. This is one of the effective ways to have your business generate sales. Any kind of business needs writing; SEO or SEM needs copywriting. You need best writers like the ones in Web Marketing Experts (WME).